Do the nonprofits need marketing

Do the nonprofit organizations need marketing?

Kádár Beáta, Sapientia University

What the marketing is?

Why do they need money for marketing?

What? Money for marketing?

As a conclusion...

Marketing for NGOs - Strategies and Tips

Yes, they need marketing!

1. Define your message - This seems simple, but so many organisations are trying to be all things to all people – impossible. Define who you are, and what it is that you do (a support organisation, community-based or policy and lobbying organisation?) and establish your core values, the honesty and ethics that shape you.

2. Feedback - It’s simple psychology, but people give to feel good. So always say thank you, and involve them in your work. People enjoy their association to better the world around them, and want to feel a part of the action.

Nonprofit sector

Thank you for your attention!

Marketing for NGOs - Strategies and Tips

Think like a donor - Potential investors are likely to encounter your brand before they encounter you. What is the message you want them to take home? Your marketing must entrench the vision of the organisation, and engage with your target audience.

New Media - The Internet is a wonderful environment to inform people of what you do, raise awareness on campaigns, and have a donations/volunteer page. Spend money building a decent, professional website and take the time to update it regularly and invite and respond to feedback.

Finally…

Measure the impact of your marketing

Do people now recognise your charity? Do they associate your brand with your values? Have you increased your funds? Have you improved your lobbying position and the pressure you place on government? Do people view you as a credible respected organisation?

Success stories -

WaterAid: The Big Dig

This campaign, by The Good Agency, used Instagram to help raise £2.5m and bring clean water to 134,000 people in Malawi.

Supporters could follow the progress of the Big Dig appeal in real time, including being there when the borehole was dug and clean water arrived. The Big Dig blog was central to the appeal.

The future of NGO-s

Success stories -

END7

Success stories -

American Red Cross: Hurricane Sandy app

Marketing started with the first human beings. Using the first Bible story as an example we see Eve convincing Adam to eat the forbidden apple.

But Eve was not the first marketer. It was the snake that convinced her to market to Adam.

This was a success, with:

• Digital channels raised £75,000 directly, but also raised awareness and contributed indirectly to the whole campaign.
• 26,654 unique users visited the Big Dig blog.
• The Big Dig reached over 1,500,000 Twitter accounts.

Hurricane Sandy caused widespread damage across the US east coast. This app, created by 3 Sided Cube for the American Red Cross provided a platform for the organisation to communicate with people in a new way.

It provided real-time information which enabled users to track the storm, find the nearest shelter and contact loved ones. It also offered valuable advice on protecting homes before disaster stikes.

This campaign, created by Wunderman London, was based on the premise that people often turn away from charity ads that show morbid footage.

To get around this, footage of the effects of tropical diseases was shown to celebrities and their genuine reactions were filmed, thereby challenging viewers to watch what the celebrities watched.

Success stories -

Department of Health: The Awkward Conversations Project

Does NGO Need Marketing?

This project, carried out by M4C, MEC, Channel Flip and the DoH aimed to engage a youth audience on important but awkward health issues.

The Department of Health co-created content with ten talented YouTube video bloggers in a campaign that reached millions, helping teenagers by giving them the confidence to talk about embarrassing or difficult issues that can be damaging to their health.

This was a success, with:

• 900% increase in engagement with Red Cross preparedness information compared with previous methods .
• 750,000 downloads.
• 52m page views.
• 15m visits.
• 11m alerts sent.

Organizations with the purpose of which is something other than making a profit.

In economic terms, a nonprofit organization uses its surplus revenues to achieve its purpose or mission, rather than distributing its surplus income to the organization's shareholders as profit or dividends.

In a utopian world, non-governmental organizations (NGOs) would not exist. NGOs provide services that fill gaps left by the private and public sectors.

This was a success, with:

• Within a week the video received over 300,000 views
• Most importantly, within a week the video generated £60,000 of donations (an average of 20p per view). This can treat and protect 120,000 children from all seven diseases for a year.

In the coming years, NGOs will have to increase the level of transparency they operate with. An increasing number of corporations are purporting themselves to be ‘triple bottom-lined focused.’ This requires them to publish sustainability reports on their investments in society and environment and the resulting non-monetary impact.

In the first place, an organisation should distinguish its target group and how to work with it more effectively.

Secondly, we should take into consideration the fact that commercial marketing and non-commercial marketing have a lot in common but at the same time they have some essential distinctions, which depend on a type, a mission and goals of an organisation.

Marketing knowledge deployment (such as strategical planning, public relations and advertising) is very important for NGOs, not only for their own effective development but also for the third sector in a whole.

This was a success, with:

• The ten videos were watched almost 4m times.
• They achieved 135,707 YouTube likes
• A 7.4% click-through-rate for a pre-roll campaign
• All videos featured in the top 50 most liked videos on YouTube on the day of upload.

Marketing is the science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit.

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About our University

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The Sapientia Hungarian University of Transylvania is the independent university of the Hungarian community in Romania, which aims at providing education to the members of our community and performing scientific research.

Was established in 2001, with the support of the Hungarian Government and it is functioning in three different towns: Miercurea Ciuc, Târgu-Mureș and Cluj-Napoca. Each of the three study centers has a distinctive profile, yet they form a uniform university structure.